Eggs and doves. The sweet tradition of Easter meets market changes

Do you like chocolate eggs, a symbol of the Easter tradition, an iconic moment on Italian tables, a treat and delicacy for young and old? Well, if the answer is yes, you might have some reconsideration by the end of this article.

But let's go in order and, above all, no alarmism, it's just a simple account of the moment as this year Italian consumers are reporting significant changes: higher prices and, in some cases, reduced quantities.

According to a survey by Udicon and Istituto Piepol, almost 90% of Italians perceive an increase in the prices of Easter eggs compared to last year, and about half note smaller packages. This phenomenon, known as shrinkflation (a commercial strategy that involves reducing the size, quantity, or quality of products for sale while keeping their price stable) is recognized by over 80% of respondents: some companies reduce quantities without significantly changing the price. Many consumers would prefer clear and transparent increases rather than hidden changes, thus adapting their spending choices.

The increase in prices and the reduction in quantities are changing the way people shop: about three out of four Italians compare prices more carefully, look for cheaper alternatives, and lean towards discount stores or alternative brands. The same applies to Easter doves, which also see price increases, albeit more contained, while artisanal and gourmet eggs can reach very high prices.

The Codacons also confirms the price increase of Easter sweets: in supermarkets and grocery stores, excluding offers and promotions, the prices of chocolate eggs register increases from +6% to +10% compared to last year. In 2026, an industrial brand egg could exceed 77 euros per kilo, compared to 70 euros in 2025. Despite the drop in cocoa prices in international markets between 2024 and 2025, this advantage has not translated into lower prices for consumers.

For Easter doves, the situation is more contained: classic ones see increases around +3%, with average prices between 5.40 and 15.90 euros for industrial products, while filled versions can cost between 8.50 and 19.90 euros. Overall, the market for Easter eggs and doves generates in Italy a turnover of over 600 million euros per year. The increases in classic chocolate eggs are recorded despite cocoa prices having significantly decreased to about 3,300 dollars per ton compared to the record of 12,000 dollars at the end of 2024, but, as explained by the association that protects consumers, eggs and chocolate-based confectionery sold today in stores were made with cocoa purchased earlier by food industries at significantly higher prices than today's, and producers still have to dispose of the quantities of raw material acquired during the record prices: for this reason, despite the drop in cocoa prices, retail prices of Easter eggs have not recorded any decrease.

Last but not least, prices are also influenced by the international geopolitical situation, with the war in Iran negatively impacting the economy, especially due to the increase in fuel costs, particularly diesel.

However, the price increases do not stop the desire for sweetness: Easter eggs remain a symbol of celebration and joy. This year more than ever, it is worth choosing carefully and surprising our loved ones with a small tasty gesture.